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All lessons in Local SEO Lesson 3.4 of 61

Module 1: Introduction to Local Search

  1. 1.1What is local search marketing?
  2. 1.2How does Google local search work?
  3. 1.3Google Search vs. Google Maps: what's the difference?
  4. 1.4How does Google determine local rankings?
  5. 1.5What is the local search customer journey?

Module 2: Google Business Profile

  1. 2.1How to set up a Google Business Profile
  2. 2.2How to verify a Google Business Profile
  3. 2.3How to choose the right business categories
  4. 2.4How to optimize business information and services
  5. 2.5How to add photos, videos, products, and updates
  6. 2.6How to manage multiple locations in Google Business Profile
  7. 2.7Service-area businesses vs. storefronts

Module 3: Local Keyword Research and Search Intent

  1. 3.1How to find local keywords
  2. 3.2City, neighborhood, and service-based keywords
  3. 3.3Understanding near me searches
  4. 3.4Transactional vs. informational local intent
  5. 3.5How to research local competitors and keywords
  6. 3.6How to map keywords to locations and services

Module 4: Local Landing Pages and Website Optimization

  1. 4.1How to create location landing pages
  2. 4.2How to optimize local service pages
  3. 4.3How to write location-relevant titles and content
  4. 4.4How to build location and service page architecture
  5. 4.5How to avoid duplicate and thin location pages
  6. 4.6Local business schema and structured data
  7. 4.7How to keep your website and Business Profile consistent

Module 5: Reviews and Reputation Management

  1. 5.1Why do reviews matter for local businesses?
  2. 5.2How to build a customer review generation process
  3. 5.3How to respond to positive and negative reviews
  4. 5.4How to handle fake or policy-violating reviews
  5. 5.5Review policies and ethical reputation management
  6. 5.6How to monitor review trends and customer sentiment

Module 6: Local Citations and Business Listings

  1. 6.1What are local citations?
  2. 6.2Name, address, and phone number consistency
  3. 6.3How to find relevant business directories
  4. 6.4How to create and update business listings
  5. 6.5How to identify duplicate and incorrect listings
  6. 6.6Industry-specific and local directory opportunities

Module 7: Local Authority and Competitive Visibility

  1. 7.1How to analyze local search competitors
  2. 7.2How to earn local links through community partnerships
  3. 7.3Local sponsorships, organizations, and media
  4. 7.4How to build local brand recognition
  5. 7.5How to evaluate competitor reviews and business profiles
  6. 7.6How to identify local visibility gaps

Module 8: Local Search Tracking and Reporting

  1. 8.1How to track local rankings across geographic areas
  2. 8.2Understanding Google Business Profile performance
  3. 8.3How to measure calls, website visits, and direction requests
  4. 8.4How to track local leads and conversions
  5. 8.5How to use Google Search Console and Analytics for local SEO
  6. 8.6How to create local search performance reports

Module 9: Local Search Strategy by Business Type

  1. 9.1Local search for restaurants and retail stores
  2. 9.2Local search for service-area businesses
  3. 9.3Local search for professional services
  4. 9.4Local search for healthcare and other regulated industries
  5. 9.5Local search for multi-location businesses
  6. 9.6Local search for new and small businesses

Module 10: Local Search Audits and Practical Projects

  1. 10.1How to conduct a local search audit
  2. 10.2How to audit a Google Business Profile
  3. 10.3How to check local landing pages and citations
  4. 10.4How to evaluate reviews and competitor visibility
  5. 10.5How to build a prioritized local search action plan
  6. 10.6How to create a 30-day local search improvement plan

Transactional vs. informational local intent

This lesson covers

  • What transactional local intent means
  • What informational local intent means
  • How to tell them apart
  • Which pages match each one

Short answer

Transactional local intent means the person wants to buy, book, or visit soon, like 'book dentist in Pasig.' Informational local intent means they want to learn something tied to a place, like 'best time to visit Mayon Volcano.' Match transactional searches with your profile and service pages, and informational searches with helpful guides.

Two kinds of local intent

Search intent is the goal behind a search. In local search, two types matter most.

  • Transactional intent: the person wants to buy, book, call, or visit. “Book dentist in Pasig.” “Order lechon Cebu.”
  • Informational intent: the person wants to learn something tied to a place. “Best time to visit Mayon Volcano.” “How much is a debut package in Albay?”

A third type sits between them: commercial investigation. “Best resorts in Albay” means the person is comparing before booking.

How to tell them apart

Look for clue words:

  • Transactional: book, order, buy, near me, open now, price, delivery, hotline
  • Informational: how, what, why, when, guide, tips, ideas
  • Comparison: best, top, review, vs

Then search the keyword. If Google shows a local pack at the top, it treats the search as transactional. If it shows articles and videos, it sees informational intent.

Matching pages to intent

  • Transactional: your Google Business Profile and service or location pages, with clear prices, contact buttons, and booking.
  • Commercial investigation: comparison-friendly pages with reviews, packages, and photos.
  • Informational: helpful local guides on your blog, like “Things to do near Cagsawa Ruins,” linking to your booking page.

Why informational content still matters

People who read your guide today may book next month. Guides also earn local links and mentions, which build prominence.

Try it

Sort each search by intent.

What is the intent behind this search?

  • order lechon Cebu

  • how to get to Mayon Volcano

  • best resorts in Albay

  • pharmacy open now

  • what to eat in Bicol

Quick quiz

1. Which search is transactional?
2. What does a local pack at the top usually signal?
3. Which page fits informational intent?

Common mistakes

  • Sending info searchers to a booking page. Give them a helpful guide first.
  • Writing only blogs. Transactional pages bring the fastest customers.
  • Guessing intent. Check the actual search results.

Your action

Label the intent of your keyword list. Your progress saves on this device.

Key terms

Search intent
The goal behind a search.
Transactional intent
The person wants to buy, book, call, or visit.
Informational intent
The person wants to learn or answer a question.
Commercial investigation
The person compares options before deciding, like 'best resorts in Albay.'
Local guide
A helpful article about a topic tied to a place.

Questions beginners ask

Which intent brings more customers?

Transactional searches convert faster. Informational searches build trust and can bring customers later.

Can one page target both intents?

Usually not well. A booking page and a travel guide serve different needs.

How do I check a keyword's intent?

Search it and look at the results. A local pack signals transactional intent. Articles signal informational intent.

Related lessons

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